Joining the chorus are automakers looking to capitalise on the move, racing each other to get their first words out to woo prospective female drivers in the Middle East’s biggest economy.

Bloomberg

October 02, 2017, 08:50 IST

Car companies haven’t wasted any time courting the 9 million potential customers unlocked when Saudi Arabia lifted its ban on women drivers. The decision has lit up social media, with both cheers and jeers for the ruling, which takes effect in June.

Also joining the chorus are automakers looking to capitalise on the move, racing each other to get their first words out to woo prospective female drivers in the Middle East’s biggest economy. In a Twitter post titled “Welcome to the driver’s seat,” Ford Motor attached an image of a pair of woman’s eyes appearing in a rear-view mirror against a black background.

In another tweet under the hashtag #SaudiWomenCanDrive, it offered a “dream car” to a women’s rights campaigner by putting up a picture of a bright yellow Mustang racing in a tunnel.

Tata Motors’ Land Rover and Jaguar brands posted an image of a handbag spilling out a car key, lipstick and a bottle of perfume among other items, with titles that say “Adventure awaits you” and “The road is yours”.

Volkswagen published a black picture, placing the words “My turn” between two henna-tattooed fists. BMW’s Mini went further, attaching a 11-second film showing a chestnut Cooper driving off a parking space with words painted in white that say “Reserved for Women”.

The move by King Salman bin Abdulaziz to issue driver’s licenses to women is part of a larger effort to modernise and diversify the kingdom’s economy and reduce its reliance on oil.

The change may add about $90 billion to economic output by 2030, said Ziad Daoud, an analyst with Bloomberg Intelligence. Increased mobility means more women will be able to seek work, which could boost discretionary income. Opening up the auto market in the nation of 32 million won’t only boost demand for cars, but also for such related products as insurance, loans and billboard ads, which currently are barred from depicting women.